Numbers matter! Which is why funds and investors always have requirements to quantify your market's potential. But this can be a challenging exercise. Perhaps the market is entirely new and demand limited due to potential customers not yet knowing that the solution exist on the market. Or maybe it’s a market where data is hard to access. In any case, these numbers are forecasts based on the best attainable estimate derived from the available data material and the assumptions you make. Potential market estimates will always be subject to uncertainty but that does not mean that they do not matter.